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Maximizing Subscribers: Updated Best Practices for Increasing Sign-up Rates Presented By: Scott Burns, co-Founder and CEO – GovDelivery Phone: 651-726-7303 or 866-276-5583 ext. 303 scott.burns@govdelivery.com Proactive Public Communication Roundtable June 19, 2008

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Maximizing subscribers updated best practices for increasing sign up rates l.jpg

Maximizing Subscribers: Updated Best Practices for Increasing Sign-up Rates

Presented By:

Scott Burns, co-Founder and CEO – GovDelivery

Phone: 651-726-7303 or 866-276-5583 ext. 303

scott.burns@govdelivery.com

Proactive Public Communication Roundtable

June 19, 2008


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If a tree falls in a forest and no one is around to hear it, does it make a sound?

-Unknown Philosopher


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Agenda (60 Minutes) does it make a sound?

The “Shopping Cart” of the Public Sector

Which usage metrics matter?

CDC Example

Critical Recommendations (Updated)

Subscriptions 2.0 will Multiply Your Reach

5 Opportunities

Q&A and Discussion



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Make “Subscribing” Your Agency’s “Add to Cart” does it make a sound?

  • Validates content Your site visitors have taken action to indicate a continuing interest

  • Creates a “Customer Base”

    • Reach immediately

    • Offer new services

    • Announce upgrades

  • Provides instant, compelling, metrics about value of content


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Email Communication ROI Metrics does it make a sound?


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CDC Example does it make a sound?


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CDC.gov Email Topic Sign-Up does it make a sound?

1

Click on Get email updates link on Influenza Page

3

Signed up to info. of interest

2

Enter email address (password optional)

4

Shown other options within CDC



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Growth in Subscriber Base Since Launching CDC-wide System does it make a sound?

Total Subscribers (5/5/08): 105,979

Signed up through GovDelivery Since November 2006

74,663

Uploaded from Existing CDC Listservs

31,316


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More Subscriptions per Subscriber does it make a sound?

48.5

1632% Increase

2.8


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HHS, FDA, FEMA, and Fire Administration Promote CDC Content does it make a sound?

EXAMPLE FROM FEMA WEBSITE


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CDC Growing Subscription Base through Collaboration does it make a sound?

Average New Subscribers per Weekday for CDC

122% Growth in Daily Subscription Rate From Collaboration

After GovDelivery Launch

After Collaboration with FEMA and Fire Admin.

After Collaboration with FDA

Source: GovDelivery subscription growth comparing weekdays before and after setup of GovDelivery collaboration network.


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CDC.gov Metrics does it make a sound?

Launch Date: November 15, 2006


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Critical Recommendations does it make a sound? (Updated)


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What I Want does it make a sound?

From: A Few General Topics to Choose From


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What I Want does it make a sound?

To: Specific Options Across All Categories


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2008: Your Audience Wants Choice does it make a sound?

  • Typical federal agency has 50-500+ different types of important content

  • Large inventory of content “products” is a major asset

  • Citizens increasingly want more choice and convenient access

Vs.


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When I Want It does it make a sound?

From: Updates Available, but Hidden


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When I Want It does it make a sound?

To: Update Options Presented in Context


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2008: Better Results with Direct Signup does it make a sound?

  • Use on homepage

  • Use for “1-click” topic-specific signups (shown here)


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Subscriptions 2.0 does it make a sound?


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Leveraging Web 2.0 Collaboration Network does it make a sound?

  • Connect with related agencies to reach a broader audience

    • Takes advantage of proven ecommerce “upsell” concept

    • Exceptional results at DOJ, DHS, HHS, USA.gov, ODNI, and elsewhere

    • Setup in 1 minute

  • Voluntary participation

  • Future: Items/topics tagged or categorized to make them easy to find

Every month between 400,000 and 1 million citizens signup through agency websites using the GovDelivery Platform


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Web 2.0 Let’s You Collaborate and Multiply Your Reach does it make a sound?

Subscribers from your site

Visitors to Your Site

Visitors to Partner A

Subscribers to your content from Partner Agencies

Visitors to Partner B

Visitors to Partner C

Daily Website Visitors

Daily Subscribers


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Example: ODNI Promotes DHS.gov Content and FBI Content does it make a sound?

EXAMPLE FROM ODNI WEBSITE


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How Big is the Network for Potential Collaboration? does it make a sound?

  • Over 100 State and Local Governments

  • Enterprise-wide Federal Participation

    • Department of Homeland Security

    • Treasury

    • Department of Justice

    • Department of Labor

    • Department of Transportation

  • Health & Human Services

    • HHS.gov / Pandemicflu.gov / SurgeonGeneral.gov / etc.

    • Centers for Disease Control

    • Agency for Healthcare Research and Quality

    • Centers for Medicare and Medicaid Services

    • Food and Drug Administration

  • Bureau of Economic Analysis, International Trade Administration (Commerce)

  • DOD.mil, Pentagon Channel (Defense)

  • Cross-Governmental PortalsUSA.gov, FCIC, GovBenefits.gov, DisabilityInfo.gov, Export.gov

  • State.gov, Careers.state.gov, State Dept. Retirement Website (State Dept.)

  • EPA.gov, EPA Office of Radiation, EPA Office of R&D

  • Food Safety and Inspection Service (USDA)

  • Other agencies

    • Federal Reserve Board of Governors

    • Federal Reserve Banks, New York & St. Louis

    • Social Security Administration

    • Library of Congress

    • Federal Election Commission

    • International Trade Commission

    • Commodities and Futures Trading Commission

    • USAID Global Health Initiative

    • Thrift Savings Plan


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5 Opportunities does it make a sound?


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Opportunity 1: More Choice = More Subscribers does it make a sound?

Challenges toOffering Choices

“It’s too much work to manage!”

“We only update this content every few months”

“People know when this gets updated; they’ll come back to the website”

  • Opportunity

  • Move in phases

  • Seek GovDelivery support to identify content

  • Explore automation options to limit extra work

  • Expect rationale behavior from busy citizens/ stakeholders


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Opportunity 2: Best Practice Placement and Labeling does it make a sound?

From:

Updates by Page

To: Topic-Based Link

Following Best Practice


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Lesson Learned from Private Sector: does it make a sound? “Add to cart buttons you choose can make or break a store”

Source: eCommerce Optimization

http://www.ecommerceoptimization.com/articles/ecommerce-shopping-cart-usability-21-best-practices/


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Opportunity 3: Use Your Homepage does it make a sound?

To:

Promote it with

Direct Signup Option

From:

Lower Left hand corner


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Additional Opportunities does it make a sound?


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Lesson Learned from Private Sector: does it make a sound? Cross Sell Must Be Integrated in Process

Source: eCommerce Optimization

http://www.ecommerceoptimization.com/articles/ecommerce-shopping-cart-usability-21-best-practices/


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Thank You! does it make a sound?

For more information email: info@govdelivery.com or

Scott Burns – scott.burns@govdelivery.com

(866) 276-5583 ext. 303